Effect of Newscast item Leads upon Listener Interpretation

Tannenbaum, Percy H.; Kerrick, Jean S.

doi:10.1177/107769905403100103

Cited by 15 publications

(9 citation statements)

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“…Oddly enough, what research has been done suggests that confidence in one medium over another as a persuasive channel may be mislaid. Whereas Wake (1934) found that live speeches produced more attitude change than audio speeches, which in turn were more effective than written messages, five studies have found no significant differences between television, radio (audio), and written messages (Frandsen, 1963;Keating, 1972;Kennedy, 1972;Sawyer, 1955;Tannenbaum & Kerrick, 1954). mapper (1960) reviewed field studies on media effects and concluded: "None (media) has been explicitly shown t o contribute to persuasion [p. 1 lo].…”

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confidence: 99%

Is the Medium the Message? A Study of the Effects of Media, Communicator, and Message Characteristics on Attitude Change¹

Worchel

Andreoli²,

Eason³

1975

J Applied Social Pyschol

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The present study examined the interactive effects of type of media, communicator, and position of message on persuasiveness of the communication. Subjects received a communication over television, radio (audio tape), or written medium, which either agreed with a position they held or strongly disagreed with it. The communicator was either a newscaster or a candidate for political office. The results indicated that subjects felt the newscaster to be more trustworthy than the candidate. In line with previous research, there was no main effect of media on persuasiveness. However, media interacted with the other variables so that when the communication disagreed with the audience, television was the most persuasive medium with the newscaster but the least persuasive with the untrusted candidate. There was no effect for media when the message agreed with the audience. Further, the candidate taking a position congruent with the audience's was rated as more attractive but less trustworthy than a candidate taking the opposite position. It was suggested that television may be the most involving medium and that either a counterargument theory or reactance theory could explain why it was not effective with the candidate.Research on attitude change has generally been separated into four categories: source factors, message factors, receiver factors, and channel factors (cf. McGuire, 1969). Although there have been numerous theories and studies concerned with source, message, and audience factors, "the question of comparative effectiveness of media has attracted practically no basic research

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confidence: 99%

Is the Medium the Message? A Study of the Effects of Media, Communicator, and Message Characteristics on Attitude Change¹

Worchel

Andreoli²,

Eason³

1975

J Applied Social Pyschol

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“…In some studies (Cantril& Allport, 1935;Knower, 1935;Haugh, 1952) it has been shown that audiotaped messages induce greater attitude change than written communications. In a number of studies, however, no difference in attitude change was found as a function of communication modality (Tannenbaum & Kerrick, 1954;McGinnies, 1965;Keating, 1972;Werner, 1978). So it can be concluded that previous research on media effects and attitude change has proven rather inconsistent.…”

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confidence: 69%

Communication Modality and Attitude Change In a Realistic Experiment¹

Wiegman

1989

J Applied Social Pyschol

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In this experiment, an experimental interview with the leader of the Socialists in the Dutch Parliament was delivered via three different media: television, radio, or a newspaper presentation. We showed that the experimental interviews led, in themselves, to attitude change, but no difference was found among the three communication modalities. Moreover, no significant interaction effect was established between the political preference of the subjects (Socialist versus non-Socialist) and communication modality. Our main results d o not support the assumption that for a well-known politician presently holding office, television is a less effective medium than radio or newspaper.This experiment is a continuation of two former studies (Wiegman, 1985;1987) in which two political leaders participated. In these studies, television interviews on a certain political topic were made with both politicians; video recordings of these interviews were subsequently shown and attitude change was measured. The content of the political topic was based on two main criteria. First, the issue must not relate directly to the personal experience of the recipient; and second, the issue should not have had extensive news coverage. We showed in both experiments that the experimental television interviews led, in themselves, to significant attitude change. In these experiments the effect of attraction of the source, discrepancy, intensity of delivery, and audience reactions were studied. In the present study, using a realistic experimental design, we explored whether political information distributed by various media-television, radio, or a newspaper presentation-would have different effects on the attitude of the recipients.Schramm ( 1977) reviewed hundreds of studies and concluded that people could learn something from the media, but it was not clear which medium was most effective. However, in only a few cases has attitude change been investi-'This article is part of an extensive study published in Meningen en Media by 0. Wiegman, A. de Roon, and T. Snijders (1981).

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“…Is it just because of the increased sensory information, or is it because individuals evaluate the credibility based on the available information, and thus to the extent para-or non-verbal cues can be gleaned? Surprisingly, McGinnies (1965) as well as Tannenbaum and Kerrick (1954), Kennedy (1971), and Keating (1972) didn't find any effects of modality on attitude change. The methodology of these surveys and studies has, however, been criticized (Greenberg & Roloff, 1974;Newhagen & Nass, 1989;Rimmer & Weaver, 1987).…”

Section: Media Credibility and Modalitymentioning

confidence: 93%

“…Correspondingly, a lot of studies and surveys found TV to be more credible, persuasive, and effective than radio or print media (Berg & Kiefer, 1996;Gaziano & McGrath, 1986;Haugh, 1952;Ibelema & Powell, 2001;Kiousis, 2001Kiousis, , 2006Kiousis & Dimitrova, 2006;Pfau et al, 1995;Roper Organization, 1991;Tsuneki, 1988;Wilke, 1934). Other studies did not find such an effect (Keating, 1972;Kennedy, 1971;McGinnies, 1965;Sundar, 2000;Tannenbaum & Kerrick, 1954). Furthermore, some studies came to the conclusion that the impact of modality is mediated by the difficulty of the message (Chaiken, & Eagly, 1976), the order of arguments (Unnava, Burnkran, & Erevelles, 1994), or the characteristics of the source (Andreoli & Worchel, 1978).…”

Section: Hypotheses and Research Questionmentioning

confidence: 99%

The Impact of Communication Modality on Perceived Credibility of Panel Members

2010

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The impact of communication modality on credibility is not yet fully understood. Therefore, the purpose of this study was to examine the influence of modality on the perception of news panel members. A political debate between four political analysts was presented in three different modalities, as television broadcast (TV condition), as radio broadcast (radio condition), or as magazine article (print condition). Participants evaluated panel members in terms of credibility. Findings indicate that in the TV condition, panel members were perceived as most credible, followed by the radio condition and the print condition. Statistical analyses show that the differences are significant between all three conditions. In addition, the authors found that the modality effect depends on the sources' personal characteristics. The authors discuss the theoretical and practical implications of these findings.

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Effect of Newscast item Leads upon Listener Interpretation

Cited by 15 publications

References 0 publications

Is the Medium the Message? A Study of the Effects of Media, Communicator, and Message Characteristics on Attitude Change¹

Is the Medium the Message? A Study of the Effects of Media, Communicator, and Message Characteristics on Attitude Change¹

Communication Modality and Attitude Change In a Realistic Experiment¹

The Impact of Communication Modality on Perceived Credibility of Panel Members

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Effect of Newscast item Leads upon Listener Interpretation

Cited by 15 publications

References 0 publications

Is the Medium the Message? A Study of the Effects of Media, Communicator, and Message Characteristics on Attitude Change1

Is the Medium the Message? A Study of the Effects of Media, Communicator, and Message Characteristics on Attitude Change1

Communication Modality and Attitude Change In a Realistic Experiment1

The Impact of Communication Modality on Perceived Credibility of Panel Members

Contact Info

Product

Resources

About

Is the Medium the Message? A Study of the Effects of Media, Communicator, and Message Characteristics on Attitude Change¹

Is the Medium the Message? A Study of the Effects of Media, Communicator, and Message Characteristics on Attitude Change¹

Communication Modality and Attitude Change In a Realistic Experiment¹